London-based on-demand fashion software company Unmade secures $4 million to accelerate growth

Unmade-startup

The London-based fashion software company Unmade today announced it secured $4 million in a new funding round, reflecting the business’ commitment to driving innovation through customisation and delivering an end-to-end digital solution for on-demand production at scale.

The funding round was led by Felix Capital, with Connect Ventures, LocalGlobe, Carmen Busquets, Backed VC and C4 Ventures participating. Unmade will use the fresh capital to grow the business across multiple brands, factories and geographies, and further build the team with the appointment of Joel Chippindale as CTO.

Frederic Court, Founder and Managing Partner of Felix Capital, stated: “There’s a clear and growing need for the Unmade business, at a time when trend life-cycles are becoming ever more rapid, the desire for bespoke customer engagement is at an all-time high and brands are seeking diversified production, along with a strong, loyal community.”

Unmade is also continuing to expand into new manufacturing methods to address industry demand by venturing beyond knitwear into print. Having shed its early B2C model, Unmade is partnering with forward-thinking fashion, lifestyle and sportswear brands including Rapha Racing Ltd, to foster a new level of customer experience through customisation and direct interaction with the product that is completely implicit to the existing ecosystems. As personalisation has emerged as the number one trend in 2018 for the fashion industry, Unmade is enabling its clients to meet that demand.

Hal Watts, Co-founder and CEO of Unmade, commented: “With this recent investment and the appointment of Joel as our CTO, we’re more focused than ever on propelling the Unmade business forward during this time of pivotal change in the fashion and retail sectors. Now working with three of America’s top 10 fashion brands, who generate billions in annual revenue, we strive to be an integral part in building a more sustainable and tech-enabled fashion ecosystem through on-demand manufacturing and customisation.”

Data and insights are a key part of the Unmade value proposition as its omni-channel software integration surfaces learnings, relating to consumer preferences and design choices as well as the manufacturing and supply chain.

Founded in 2014 by Hal Watts, Kirsty Emery and Ben Alun-Jones, Unmade was started with the mission to reimagine both the design and manufacturing processes within the fashion industry, so brands only make what is actually sold, in support of a sustainable, ethical economy. The team officially launched as Unmade in 2015, having previously been called Knyttan. To date, Unmade has raised $6.7 million.